For brands aiming to sell seriously and sustainably on Amazon, Brand Registry is close to a necessity. The prerequisite for accessing that programme is a registered trademark. This article covers the role of trademark registration in selling on Amazon and Brand Registry itself.
What Is Amazon Brand Registry?
Brand Registry is a programme Amazon offers to brand owners, providing control over product pages, enhanced content and anti-counterfeiting tools. Joining generally requires an active, registered trademark (word or logo mark). In some regions, marks with a pending application may also be considered through accelerated programmes.
The Advantages of Brand Registry
- A+ Content: Higher conversion through enriched product descriptions and imagery.
- Brand Store: Building your own branded storefront.
- Anti-counterfeiting: More effective reporting tools against unauthorised sellers and fake listings.
- Sponsored Brands ads: Ad formats available only to registered brands.
These tools both boost your sales and protect your brand on the platform.
Can You Sell on Amazon Without a Trademark?
Technically you can sell without registration, but your listings stay unprotected, you are exposed to "listing hijacking" (unauthorised interference with your page), and you cannot benefit from Brand Registry advantages — a serious competitive disadvantage. For general e-commerce protection, see our article Trademark Registration for E-Commerce.
The Process: Register First, Then Enrol
The correct sequence is: register your brand first in the right classes (the product class plus class 35 if needed), then apply for Brand Registry on the basis of that registration. For class selection, follow our Trademark Classes and How to Register a Trademark guides.
Prepare for Amazon with Webx
Webx determines the right classification for brands targeting Amazon and manages a registration process aligned with Brand Registry. Get an assessment for your Amazon brand.